In 2021, roughly 70% of potential candidates in Allentown spoke only Spanish. To capitalize on this previously untapped talent pool and help QVC reach its required headcount by the deadline, we developed a strategy for implementing a Spanish Speaking Only (SSO) program.

• Building the Team: The first step to launching the SSO program was building the on-site team. This included hiring a site area manager, three SPMs, and bilingual leads. The Employbridge team hired one bilingual lead for every 20 SSO employees, or around 25 leads in total. All new team members were trained on the ins and outs of QVC’s and Employbridge’s policies and processes during September 2021.
• SSO Program Development: With the bilingual leads in place, we converted QVC’s entire orientation process from English to Spanish. This included all forms, training documents, presentations, and other onboarding information.
• Marketing Mix: To prepare for the October hiring period, we launched an aggressive multi-tactic marketing campaign. With a budget of $150K, we leveraged radio ads, broadcast TV, social media, digital marketing, and traditional job boards to spread the word. Word of-mouth advertising and referrals were also popular in the area, driving walk-in traffic once the interviewing process began.
• Starting Pay: The average pay rate for QVC prior to peak season was $18–$18.70/hour. To encourage applications and ensure the headcount was met within the deadline, the pay rate was increased to $21–$23/hour for peak season.
• Interviews: Soon after the interview process began in October, Employbridge was conducting over 100 interviews per day, as well as 15 orientations each week. This pace continued throughout the project.